Singapore – Commerce media firm Criteo is pushing its chips onto conversational AI, becoming the first advertising technology partner to integrate with OpenAI’s advertising pilot in ChatGPT in the United States.
The tie-up links Criteo’s demand-side platform to ads appearing in the Free and Go versions of ChatGPT, marking one of the clearest signals yet that generative AI is edging from novelty to monetised media channel.
“This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience,” said Michael Komasinski, chief executive of Criteo.
The pilot, he added, will test how brands can appear inside large language model platforms in ways that support discovery and consideration while maintaining user trust.
The move comes as ad dollars begin to track consumer behaviour inside AI interfaces. Now, conversational AI is vying for a slice of the $600bn-plus global digital advertising market, and platforms are under pressure to prove they can host ads without eroding trust.
Criteo activates more than $4 billion in annual media spend and works with 17,000 advertisers globally. The company says it has access to over $1 trillion in annual commerce sales data across brands, retailers, and publishers.
Plugging that engine into ChatGPT gives marketers a way to test whether chatbot queries—from product comparisons to gift ideas—can translate into measurable sales.
The integration will roll out in the coming weeks as part of OpenAI’s ongoing ad pilot.
